Google now allow alcohol ads that promote the sale of hard alcohol and liquor

Google has changed their AdWords advertising policy on alcohol to allow ads that promote the sale of hard alcohol and liquor provided that the ad and website meet the following criteria:

  • do not target minors
  • do not include endorsements from athletes, cartoon characters, or any other icons/people appealing to minors
  • landing page must have an age gate and include statements about drinking responsibly
  • do not imply that drinking alcohol can improve sexual, social, or professional standings
  • do not imply that drinking alcohol is relaxing or therapeutic
  • do not indicate that drinking alcohol in excess is good
  • do not show people consuming alcohol; doing anything illegal, violent, or dangerous; or being inappropriate in other ways, such as acting in a degrading manner
  • do not contain sexual content